UX and Social Media - The Crossover Between the Two

This deck was presented at the
Nomensa #SMWiBristol
workshop. These post it notes
are here to give context to the
discussions that took place.

© Copyright 2016 Nomensa Ltd.
Social & UX
Why you need to understand the crossover

Introductions
Innovation
Influence & motivation
Customer lifecycle framework
Customer journey mapping
Pizza & beer
What we’re going
to talk about today
Hello
Peter Kay 
Social Media Strategist

Introductions

@NotFromBolton
With a name like Peter Kay,
claiming your identity on the
social web can be a little tricky.
So I got creative

Before getting into business I was
an ITU nurse for 10 years.
There are many parallels
between that world and this.
Both deal with people and both
environments produce data.

Douglas Adams
Douglas Adams is famously
quoted as saying “anything
invented between when you’re
15-35 is new and exciting and
you can probably get a career in
it..

Who are you?
Let’s be social

Let’s begin

Society has been around for a
long time. It has grown out of
our need to work together to
survive.

Social growth has seen the
development of economies that
drive innovation.

https://www.linkedin.com/pulse/pebble-third-wave-digital-revolution-peter-ﬁsk
Kondratiev waves
Innovation happens in waves that
are referred to as Kondratiev
waves.

Innovation
1875 1845 1900 1990 20201950
1st wave
2nd wave
3rd wave
4th wave
5th wave
We are currently in what is
considered the 5th wave of
innovation.

In groups arrange the cards in chronological
order.
Breakout
To break the ice and get
everyone to begin working
together, we spent time looking
at a range of digital technologies
and arranged them in
chronological order.

Digital is everywhere
Digital is everywhere, which is
creating and exponential growth
in the amount of interfaces that
are out there. UX is everywhere.

With an exponential growth of
devices we are all making digital
footprints in the sand.

We are making a digital mirror
the world around us.
(this is what 0.5B checkins look
like on foursquare)

Value
Competitive
Position
The experience economy
We live in an experience
economy. The better the
experience the greater the value.
Good UX design builds
commercial value into digital
experiences.

Acquisition
Onboarding
Retention
At Nomensa we consider the
customer lifecycle in these three
interrelated phases.

Listen - Learn - Respond
This is our social media
monitoring model that supports
the discovery of insights.

Inﬂuence
&
Motivation

Experience
UX and Social are both focused on delivering
exceptional experiences, although we are coming
at it from diﬀerent perspectives.
UX SOCIAL

Experience
Bringing these two perspectives together provides
better insights, insights that support better design.
SOCIAL
inﬂuence
UX
motivation

I want to…
In social, fundamentally we are
really interested in what
inﬂuences you when you are sat
in front of this screen.

Who Influences you?
Consider the people in and around your life
and the types of relationships you have with
them.
Note them down on a post-it note and rank
1-5 them on how influential they are to you.
1 is not very influential, 5 is very influential.
Breakout

Paul Adams writes a great book
about social media influence
called Grouped. It describes
influence as being relative to the
strength of tie you have with the
other party. The stronger it is the
more the influence is exerted.

What motivates you?
Consider walking to work every day. How
does that diﬀer to going for a walk in Leigh
Woods at the weekend?
What is diﬀerent?
Breakout

Goal Activity
Activity
ActivityActivity
Activity
Goal
Goal
Goal
Goal
TELIC PARATELICWalking to work = Telic
Walking for pleasure = Paratelic

https://youtu.be/SByymar3bds
escalator= Telic
steps = Paratelic

Ability
Motivation
Hard to do Easy to do
High 
motivation
Low 
motivation
Shopping
Online
Amazon
one click
Fixing a
router
Paying bill
online
This is the BJ Fogg
B=MAT behavioural
model.

Customer
Lifecycle
Framework

Acquisition
Onboarding
Retention

Journey mapping
This is a technique used to
understand the multiple contacts
users have with a brands digital
estate as they traverse an
interaction.

Build a journey map that considers the customer
lifecycle framework.
Choose one of the following scenarios and create
a journey map that considers both inﬂuence and
motivation and how that changes along the way.
Give some thought to the observations customers
would create and distribute through the social web.
Digital comments and behavioural tells that can
support the development of a better experience.
Breakout

•Enrolling for a university degree course
•Switching broadband provider
•Buying pair of trainers or shoes
•Booking a holiday
•Buying a washing machine
Breakout
This was all about looking for the
many points UX and social meet
in customer journeys.

Just to ﬁnish…
Summarising the session, social
data is everywhere. UX is
everywhere. They cross over at
many points. Understanding
where and how supports the
delivery of better designs.

@NotFromBolton
social@nomensa.com
www.nomensa.com
@we_are_Nomensa
We are always happy to
help with UX design or
social media strategy
Thanks Peter Kay 
Social Media Strategist

UX and Social Media - The Crossover Between the Two

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (17)

Similar to UX and Social Media - The Crossover Between the Two

Similar to UX and Social Media - The Crossover Between the Two (20)

More from Nomensa

More from Nomensa (19)

Recently uploaded

Recently uploaded (20)

UX and Social Media - The Crossover Between the Two

Editor's Notes